درخت حوزه‌های تخصصی

this study seeks to propose a cultural marketing model based on the cultural characteristics of the tourism destination of Shiraz. The research was conducted using a qualitative research method as well as semi-structured interviews with tourism and marketing specialists. Based on the rational approach of theoretical and judgmental sampling, 16 participants were sampled until theoretical saturation was reached. Based on the findings, the cultural marketing model was divided into 20 sub-themes, such as; valuing the cultural experience, engaging the local community with conservation, the government's role, friendly communication between host and guest, transforming the tourism approach, revitalizing culture, national pitifulness, media, technology, supplying infrastructure and cultural background, destination features, residents and destination management, the destination community's awareness and education, cultural identity, the tourist's influence on the host, the tourist's behavior in the destination, the foreign tourist's influence, the human role, friendly interactions between guests and hosts, cultural products of tourism, the production and representation of cultural products and 4 primary classifications such as; product, destination, communication, along with procedures. There are many effects and consequences associated with tourism development. Tourism development and the management of its diverse cultural impacts and consequences can be enhanced with the use of cultural marketing, taking into consideration the destinations' cultural capacities. The pursuit of cultural marketing with the aim of creating jobs and income for the residents of the destination can contribute to the re-establishment of national and cultural identity, the conservation of cultural heritage, and the protection of its authenticity

Historic houses are among the key tourist attractions in arid regions. Kashan, a city located in the arid zones of Iran, is home to numerous historic houses. This study aims to assess the potential of Kashan’s historic houses to attract tourists using the Pralong model. The tourism grade for each house was determined based on several indicators, including physical beauty, scientific value, historical-cultural significance, and socio-economic impact. Data collection involved library research, documentary analysis, and surveys. The results indicate that, in terms of tourism standards, Borujerdi House ranks first. According to statistics from the Ministry of Cultural Heritage, Handicrafts, and Tourism, as well as the Pralong model, Borujerdi House holds the top position in attracting tourists, followed by Sharifian House, Ameri House, Tabatabaei House, and Abbasian House. Borujerdi House received the highest score in aesthetic value, while Ameri House ranked first in scientific value.

The urban environment quality approach, as one of the most modern paradigms for revitalizing urban areas, has a significant impact on the quality of life and Citizens' welfare, and its combination with creative approaches such as urban branding can lead to the growth and excellence of urban areas and increase the competitiveness of the city. Therefore, the aim of the present study is to analyze the spatial relationship between creative tourism indicators and urban environment quality in the neighborhoods of Arak. The required data and information were collected using library and survey methods. After analysis in EXCEL software, they were entered into GIS software and spatially analyzed using multivariate regression in the form of the GWR model. The statistical sample of the study was 384 citizens of Arak. The results of the study showed that the status of creative tourism indicators is in an unfavorable condition and the peripheral neighborhoods of the city are in a weaker condition. Also, the environmental quality indicators in Arak are not in a favorable condition and most neighborhoods have an average score lower than 3. Also, the results of the spatial analysis of the GWR model showed the relationship between creative tourism and the quality of the urban environment, and creative tourism indicators can have a high impact on the quality of the environment of the neighborhoods of Arak, especially in the eastern, southern and southwestern regions of the city. Also, findings revealed that the impact of creative tourism indicators on economic and Physical-functional, the quality of the environment is in an almost average position.

Tourism, particularly cultural tourism, has the potential to create new opportunities for knowledge, development, and sustainability, playing a crucial role in the Gross Domestic Product (GDP) of nations. In this context, identifying and effectively utilizing local tourism resources is essential for the growth of this industry. This study examines the role of museums in fostering the development of cultural tourism in Tehran, focusing on the interactions among factors influencing this process. A qualitative research approach is employed, incorporating content analysis and Interpretive Structural Modeling (ISM) techniques. The findings draw on the perspectives of cultural tourism experts, professionals from the Cultural Heritage, Handicrafts, and Tourism Organization, and museum managers. The results highlight that the role of museums in preserving Tehran's historical and cultural artifacts, along with the architecture and design of museums in attracting tourists, has a significant influence with low dependence. Conversely, factors such as the connection of museums to Tehran's history and culture, their educational and cultural impact on attracting tourists, their role in presenting Tehran to cultural visitors, and their contribution to national and cultural identity exhibit both high influence and high dependence. Moreover, the role of museums in promoting cultural identity, the thematic diversity of museum content, the representation of local handicrafts and arts, the enhancement of cultural exchanges, the development of organizational culture, and the increase in public awareness of cultural values also show high influence and dependence. However, the factor of enhancing the mindset of cultural tourists demonstrates low influence but high dependence.